Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Att förmedla identitet i alla led: En studie i hur konsumenten uppfattar varumärkesidentitet i det nya medielandskapet
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media. (C-nivå)
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Communicating identity at every level : a study of how consumers perceive the brand identity in the new media landscape. (Swedish)
Abstract [en]

Title Communicating identity at every level - a study of how consumers perceive the brand identity in the new media landscape.

Background The new media landscape has created new opportunities for companies to interact and communicate with the market. Even if this means increased opportunities for relationship-building between companies and consumers it also arise a risk in moving into a new stadium with no real strategy. It is therefore essential to communicate the brand as great as possible in every level of channel.

Purpose The purpose of this paper is to investigate whether two companies (GANT & H&M) have succeeded in their stated brand identity through the various online platforms: website and facebook page.

Method The study is a qualitative study consisting of four focus groups on students at Uppsala university at Ekonomikum.

Results The results show that it is possible to convey the identity at every level and on different platforms on the closing of sufficient time and effort. H & M has integrated much of the material on the facebook pages section in a stylistic way which gathers more appreciation then GANT, which according to the informants did not seem to have spend much time at all.

 

Place, publisher, year, edition, pages
2010. , p. 46
Keyword [sv]
sociala medier, varumärkesidentitet, varumärkesimage, kommunikation, H&M, GANT
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-146831OAI: oai:DiVA.org:uu-146831DiVA, id: diva2:399169
Presentation
2011-01-10, H425, Ekonomikum (plan 3), Kyrkogårdsg. 10, Uppsala, 14:37 (Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2011-02-21 Created: 2011-02-21 Last updated: 2011-02-21Bibliographically approved

Open Access in DiVA

fulltext(1013 kB)256 downloads
File information
File name FULLTEXT01.pdfFile size 1013 kBChecksum SHA-512
4b4380d74923c154983f0f2a1ae16c97cfd5fff884489f96980e5488c97d050bf924f53f2221291d1d0e92c38b82e7d0c42beaaaebb37d9792941c010957cd30
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
la Fleur, Rickard
By organisation
Department of Informatics and Media
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 256 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1001 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf